Inghams’ management team restructures ski operator
Inghams' new management team has restructured its programme for the 2011/12 winter season as part of a plan to make the ski operator more competitive and secure its long term future.
Andy Perrin took over as chief executive of Inghams, following the purchase last year by its parent company Hotelplan of Esprit Ski and Ski Total. He has addded 42 new chalets and chalet hotels and dropped poor selling resorts and apartments.
Meanwhile, prices have been been brought into line with competitors and there are a raft of discounts and early booking offers, on holidays, ski passes and lift hire.
"For 30 years when I was not involved with Inghams, I thought of them as the ski company," said Perrin.
"They've always been a cracking company, but you need to change with the times. They were always seen as very good, but a little bit pricey and that was fine up until about 2007, but the world has changed. These changes are necessary to put it on the right footing for the future because you have to keep evolving.
"We're offering the complete range of ski holidays and we're not appealing to the 'money no object' brigade. The prices have been comprehensively sharpened and are backed by a new range of 'Inghams Plus' savings of up to £600 per couple for early bookings."
Resorts in Romania, Bulgaria and France – primarily those at low altitude and/or offering poor quality accommodation – have been dropped.
The increase in chalet and chalet hotels has come at the expense of some self-catering apartments.
"We're not getting out of self-catering, but we had too much of it," said Perrin. "It's not as great value when the pound is weak.
"There is move towards chalets and chalet hotels because people love the fact that they're all inclusive and great value for money.
"For three seasons the ski market has dropped, purely for economic reasons. But we are offering great value and we aim to grow this business."
Inghams 2011/12 programme offers skiers and snowboarders a choice of 86 resorts in 10 countries, with departures from 21 local airports. There also options to self-drive to any resort in Europe and to travel by train to resorts in France and Switzerland.
Jeremy Skidmore
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